Integrated CRM Strategy Plan for Coles Supermarket - Example

Integrated CRM strategy plan-Coles supermarket Author’s name Institutional affiliations Contents Integrated CRM strategy plan-Coles supermarket 1.0 Company overview Coles Supermarket is a renowned retail store based in Australia. It specializes in provision of fresh food, general merchandise, groceries, liquor, financial services and all these products are successfully provided through their national supermarket network as well as online marketing (Waterford, 2015, web). Additionally, Coles Supermarket operates over two thousand –three hundred outlets in Australia and it is basically located in Blackmans bay around Tasmania extending right to Casuarina. Furthermore, it is made up of over 99326 employees driven by the company’s main strategies which involve; delivering goods, better store network, extend value leadership, simplicity focuses on freshness, establish greater employment opportunities, transform liquor and expand its growth tremendously (Coles,2015,web). However, all this strategies would not be a success if a well stipulated integrated CRM is not in place. By so saying, it means that, better comprehension of consumer’s requirements and needs have rarely been of utmost importance given the fact that marketing, sales as well as service models are undergoing changes due to the influence of social media. Therefore, in an effort to improve the interaction between the company and the consumers, this project aims at implementing a new CRM model for Coles Supermarket in order to help it manage the processes that involve customers either directly or indirectly. Therefore, by using literature reviews and information from the websites, this report will evaluate and examine Coles organizational objectives responsible for development of a good CRM, examine the need to establish a CRM and recommend ways of improving Cole’s CRM. 2.0 Conceptual background The most crucial question that should worry most managers related to their organization’s CRM revolves around the major areas that the CRM information needs to deal with first for the business (Goldenberg, 2008, 30). By so saying, it means that, effective integration of CRM data leverages the organizations knowledge about the consumers into actionable and better competitive advantage for service and sales teams (Silverpop, 2015, web). In other words, those organizations that utilize their already existing information and data better can change CRM into a primary strategic initiative from a tactical approach that can ultimately improve the organizations results. The most notable mistake that most organizations make when it comes to integration of CRM with the already existing business applications starts right from the commencement of a project (CRMswitch, 2012, web). In this case, most companies tries to encompass so much within a short spell hence ending up failing in the end (Murray & Shaughnessy, 2011, 106). In simple terms, this mistake is common since it occurs especially when information and data integration is seen as a technical subject issue rather than a business strategically driven issue. Therefore, in any organization, not all data can be integrated at once, only those important reams of customer information and data can be integrated first. The common trends that most organizations such as Cole’s supermarket use in their CRM initiative plan include; marketing which comprises of data markets, lists and prospects about consumers (Act, 2015, web). In this case, the generated leads from the sales campaign could help determine the promotional and advertising campaigns that are really working. Sales automation application is another way of initiating CRM since it helps the marketing department of the organization to deal with service issues whether it’s via web or a field service rep. Moreover, it encompasses customer data and information on transactions and purchasing preferences which are important attributes of the buying behavior important for the marketing department to plan for the upcoming promotions and campaigns ( Update, 2015,web). The third CRM initiative most companies employ is Customer service application which involves very important feedback that does not necessarily have to go back to the marketing department. However, it acts as a backbone and a foundation for the setting up and preparing for the upcoming promotions and marketing campaigns (Mathena et al., 2009, 47). In other words, the main primary objective is seeing to it that the consumer data is well integrated and the marketing department can easily have a 360-degree analytical view of all information and resources revolving around customer relationship management Selected CRM approach and theoretical capabilities Coles Supermarket will adopt the CRM system known as Tessitura coupled with POP-its partnered email program that was utilized by some contemporaries like Sydney Opera House (Silverpop, 2015, web). Additionally, this approach was agreed upon after going through notable company journals and company websites in areas that revolve around marketing and customer relationship departments. Moreover, the evaluation procedure engaged in extensive demonstrations as well as in-depth department to department comparison. Owing to this fact, it was postulated that, Tessitura was the most approach because it is capable of delivering more specific organization process solution requirements. Analytical capabilities of Tessitura Coles Supermarket identified the one-to-one technique by Peppers and Rogers as the most suited CRM approach to the organizations objectives and vision. The approach that the CRM process will take is as follows. First, there will be identification of Coles Supermarket consumers and prospects (Mathena et al., 2009, 37. The second approach is differentiating consumers according to their value to the company and their needs. The third approach is establishing consumer intimacy by developing their knowledge about their needs in an effort to create stronger relationship. The fourth approach will be customization of services, products and messages as well as the customer experience to individuals. Significance of Tessitura software According to the main objective of this research project, tessitura will help in identifying the appropriate and relevant prospects and customers through customer data integration and consumer segmentation analysis. Additionally, due to its ability to detect, track and capture valuable information about customers at every touch point, it will help to enhance customer service (Act, 2015, web). Another important significance of Tessitura revolves around one of the Coles Supermarket’s objectives of increasing and improving customer loyalty in an effort to offset possible sales and revenue downturn. By so saying, it means that, tessitura will see to it that consumers are differentiated according to their importance or rather value to Coles Supermarket and their respective needs (Update, 2015, web). In this case, Coles Supermarket will identify those consumers that are useful to the organization and those that are potentially less lucrative. Furthermore, tessitura helps in establishing consumer intimacy by developing and improving on the customer needs and knowledge and in the process, building stronger relations (Mathena et al., 2009, 37). In this case, Tessitura will make it possible for Coles Supermarket to rank and position consumers according to their net revenue generation for ma more satisfying mutual relationship for the consumer. Tessitura also possesses a good reporting attributes via T-stats which sees to it that; first, reports are automated in an effort to drive and move forward the decisions involving marketing so as to improve Coles supermarket’s net revenue (Silverpop, 2015,web). Moreover, Tessitura improves abilities for internet and online consumer management through its CLV measures, user foot prints and driving research study on visitors as well as modifying and improving the Coles Supermarket official website so as to cater r for improved deficiencies and evaluation of results (Wolenik et al., 2011, 17). 3.0 Analysis 3.1 CRM implementation strategies Pre-implementation stage The early stages of Customer Relationship management commenced with marketing, customer service and finance. The marketing stage involved three main distinct conditional factors. First, marketing involves all the campaign and promotional efforts that are set and communicated to the whole marketing team. During this stage, the assistant marketing manager is responsible for recorded sales on the web and information via Google Analytics Programme (Update, 2015, web). Moreover, marketing manually keeps the list of the primary high value consumer’s in-check. Customer’s services involve the received requests from customers, processes as well as the complaints made by the consumers as far as groceries; food products, merchandise and liquor are concerned (Fratian, 2009,87). Additionally, this type of information is given back to the marketing team as feedback at the end of the CRM campaign (Act, 2015, web). During the implementation stage, finance is also a crucial part since the cost of the budgets are determined depending on the past campaign and promotional efforts (Stroh, 2015, 101). In this case, the finance information provides data and information that revolves around the cost incurred when serving consumers that is not timely. Post CRM implementation strategies Implementation of customer relationship management in Coles Supermarket using Tessitura software as well as a holistic CRM technique of one-to-one Peppers and Rodgers marketing framework provides an all-round 360-degree analytical view of the Coles Supermarket patron as shown below (Adam waid, 2013,web). The pre-implementation stage of CRM clearly demonstrated how Coles supermarket is currently engaging CRM as some staff roles are directed and assigned to dealing with consumer complaints, transactions as well as consumer web behavioral characteristics with no simple way of transferring and sharing across the whole company network (Mathena et al., 2009,38). Owing to this fact the new customer centric approach model will require a fundamental shift in Coles Supermarket’s culture since information and data would be shared over a wide range (Skeen,2005,23) By so saying, it means that silo-based company’s myopia would have to be replaced by a more Consumer –focus myopia so it will be best if department s cooperate to make it work (Adam waid, 2013, web).Therefore it is would be wise to recommend that Coles Supermarket place significance on communication in the entire project and ensure that each and every employee is reached so as to help in the customer-focus shift ( Li et al, 2015, 222). Customer services info Marketing campaign Decisions 360-degree focus view financial info Reporting analytics 4.0 Findings and discussions From the content analysis on the literature reviews and information from the websites, it was noted that a supportive corporate culture is crucial for customer relationship management since culture determines how customer experience is interpreted by workers as well as how employee’s actions are guided (Zoho,2015,web). Additionally, literature studies have clearly indicated that one of the basic and most important ways to improve on cohesion and customer relationship is training since well–trained staff offers positive commitments and reactions whenever a large scale implementation occurs (Hansal, 2011, 21). The Coles supermarket management should generally acknowledge training and customer focus myopia by; first, determining a better and adequate training program that will encompass representations from all the department of the organization if not all (Gamble,2006,39). The second thing that the management of Coles Supermarket should do is setting aside financial budget as well as the time resources that will see to it that the training is well implemented. In this case, they should consider original implementation, orientation for the new employees, career building programs by Tessitura software’s in seminars, peer organizations and conferences (Scott & Lee, 2006, 47). Furthermore, Coles supermarket should consider the current mentality at their work place and hence adjust organizational processes to incorporate cultural shift as well as implementing a cultural training program for Coles Supermarkets employees in order to9 foster a more corporative supportive culture ( Update, 2015,web). Moreover, the content analysis of the literature reviews and websites postulated that, in order for CRM implementation and training to be a success, Coles should acknowledge to the employees that the shifting of the silo-based strategies will cause interruptions and disruptions but in the end, it will be for a good course since it will also offer them opportunities to acquire operational skills and knowledge (Xie, 2013, 13). 5.0 Recommendations From the content analysis of the Coles Supermarket findings and literature reviews, the following strategies can be recommended; Restructuring of the Supermarkets structure The departments of the 2300 outlets of Coles Supermarket are structured in such a way that they support the silo-based approach of organizational management. Owing to this fact, the CRM management committee should strategically restructure the supermarkets departments in such a way that they support a more customer focus approach for better and efficient integration of the CRM (Adam waid, 2013, web). By so doing, it will ensure maximum supermarkets efficiency and sharing of consumer information. In this case, information about consumer expectations, demands and complaints would be shared adequately hence making the department to work together as compact entities. Coles Supermarket should galvanize its operational process The main objective of customer focus synchronization is to enable the company to maintain the loyalty of consumers by keeping the same set of consumer information in a number of departmental systems that may detect changes which may occur in one stage across all the other departments( Update, 2015,web). In this case, customer focus synchronization basically focuses on the more fundamental processes that basically focus on more data from customers which is common in most departments (Xie, 2013, 13). By so saying, it means that, as Coles supermarket departments start working together, they will at the same time share more information that will help them discover techniques and ways of interacting frequently together. Coles Supermarket should establish a way of changing their employee’s culture The current operational management revolves around a silo based-approach where individuals basically focus in what is going on in their department and issues relating to their department (Odden, 2012, 64). However, in order to improve on their CRM, Coles Supermarket should formulate techniques and methods that will enable their employees to change the way they operate their work as well as their thinking (Mathena et al., 2009, 37). By so saying, it means that, they staff members must find a way of working and interacting closely with other Coles Supermarket departments alongside other divisions in Australia. Moreover, due to the fact that most company’s procedure can be undertaken through online websites, it will therefore require the staff member to have a shift in attitude and procedure. Adoption of appropriate technology Employment of Tessitura software will help Coles Supermarket to identify consumer expectations as well as their value to the organization (Wittemann & Ables, 2011). In this case, adding a new dimension to the already existing computer software will help the employees get their work done and at the same time will enable the loyal consumers of Coles Supermarket get the appropriate liquor, grocery products in way that makes customers help in the management of Coles Supermarket (Singh,2010,26). 6.0 Timeline Project activity Time(Months) 1 2 3 4 5 6 7 8 9 Introductory brief to the staff, guidance of the task force by the executive team, Information and technology staff training in Tessitura CRM approach Software implementation, data migration using tessitura, Customization of tessitura software to Coles Supermarket Implementation of Coles supermarket workplace automation, Rollout of the initial employee training program, activation of all potential users of the CRM software Internal progress reviewing, post CRM tessitura representatives review of the progress of Coles supermarket in the annual conference Project report submission 7.0 Conclusions It is clear that coles supermarket will be able to achieve its colossal mission by integrating a better customer relationship management programme. By so saying, it means that, the integration of peppers and Rodgers one-to-one technique into the companies operation processes will allow marketing through able software’s of Tessitura top optimize the supermarkets strengths and opportunities and defend the company’s image and reputation against potential threats (Odden,2012,56). As a company that specialise in both online and manual marketing campaigns, it can improve its image and effectiveness through advanced technology that in one or the other, improves the service delivery, product differentiation and in the process, it improves customer relationship (Zoho,2015,web). In this case, a happy consumer is a loyal consumer hence a better relationship between the Coles Supermarket and the consumer. References Act, (2015). Put the power of Act-on in Your CRM. Retrieved from: https://www.act- on.com/products/crm/ Adam waid, (2013). What is CRM integration? Retrieved from: https://adamwaid.wordpress.com/2013/01/16/what-is-crm-integration/ Coles, (2015). Coles. Retrieved from: https://www.coles.com.au/ CRMSWITCH, (2012). What does CRM to ERP integration really mean? Retrieved from: http://www.crmswitch.com/crm-integration/crm-erp-integration-meaning/ FRATIAN, G. (2009). Planning your SAP CRM implementation: [teaches you how to prepare for an effective SAP CRM implementation; explains how to plan for integrating the SAP systems with systems; includes practical, real world examples and case studies of effective implementation strategies]. Bonn, Galileo Press. GAMBLE, P. R. (2006). Up close & personal? Customer relationship marketing @ work. London, Kogan Page. GOLDENBERG, B. J. (2008). CRM in real time: empowering customer relationships. Medford, N.J., CyberAge Books. HANSAL, A. (2011). Oracle Siebel CRM 8 developer's handbook a practical guide to configuring, automating, and extending Siebel CRM applications. Birmingham, U.K., Packt Enterprise. http://site.ebrary.com/id/10467623. Li, Xiaoling; Ren, Xingyao; Zheng, Xu, (2015).Management of competition among sellers and its performance implications for business-to-business electronic platforms: Dynamic analysis by VAR model :Nankai Business Review International.6.2 (2015): 199-222. MATHENA, J., YETTER, A., & HOSTETLER, H. (2009). Success with Microsoft Dynamics CRM 4.0: implementing Customer Relationship Management. Berkeley, CA, Apress. MURRAY, J., & SHAUGHNESSY, B. P. (2011). Using CiviCRM develop and implement a fully-functional, systematic CRM plan for your organization using CiviCRM. Birmingham [UK], Packt Pub. /Open Source. http://site.ebrary.com/id/10450979. ODDEN, L. (2012). Optimize: how to attract and engage more customers by integrating SEO, social media, and content marketing. Hoboken, N.J., Wiley SAENGER, J., KOEHLER, T., & PETERS, L. J. (2010). Oracle CRM on demand deployment guide. New York, McGraw-Hill. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&A N=324 069. SCOTT, J., & LEE, D. (2006). Microsoft CRM 3 for dummies. Hoboken, N.J., Wiley. http://www.123library.org/book_details/?id=10443. Silverpop, (2015). Achieve Seamless integration for added sophistication and success. Retrieved from: http://www.silverpop.com/Software/crm-integration/ SINGH, R. R. (2010). Integrating Microsoft CRM 4.0 with Windows SharePoint Services. Hoboken, John Wiley & Sons. http://public.eblib.com/choice/publicfullrecord.aspx?p=712045. SKEEN, D. (2005). Software leadership strategies: CRM, integration, ERP & storage solutions CEOs offer best practices & keys to success in the software industry. [Boston, MA], Aspatore Books. Stroh, Patrick J, (2015). Business Strategy - Creation, Execution and Monetization: The Journal of Corporate Accounting & Finance.26.4 (May/Jun 2015): 101-105. Update, (2015). CRM integration. Retrieved from: http://www.update.com/crm-integration Waterford, (2015). Shop Directory: Coles Supermarket. Retrieved from: http://www.waterford- plaza.com.au/shop-directory/groceries-household/coles/ WITTEMANN, M., & ABLES, G. (2011). Microsoft Dynamics CRM 2011 Administrators Bible. Hoboken, John Wiley & Sons. http://public.eblib.com/choice/publicfullrecord.aspx?p=644785. WOLENIK, M. J., SINAY, D., & BHAIYA, R. V. (2011). Microsoft Dynamics CRM 2011 unleashed. [S.l.], Sams Pub. http://proquest.safaribooksonline.com/?fpi=9780132682084. XIE, Z. (2013). Bade CRM integration with the Wayfair supplier management system. ZOHO, (2015). Add-ons and integration. Retrieved from: https://www.zoho.com/crm/integration/ Read More